Have you ever noticed how the commercials on television are louder than the programs? Do you have a used car salesman who screams on TV?
Very soon, you will begin hearing less of “turn that #@&! thing down!” in living rooms across America. This week Congress will pass the Commercial Advertising Loudness Mitigation (CALM) Act, that will set standards on broadcast volumes for commercial advertising. I join many Americans in saying that it comes none too soon.
“Your average human today is inundated with over 2000 outbound marketing interruptions per day and is figuring out more and more creative ways to block them out, including caller id, spam filtering, Tivo, and Sirius satellite radio,” according to Brian Halligan , Hubspot CEO and Founder when comparing Outbound vs Inbound Marketing.
Halligan says it is no longer necessary to attend expensive trade shows or travel to a vendor for a demonstration because more and more product research info is easily available online.
“Rather than do outbound marketing to the masses of people who are trying to block you out, I advocate doing ‘inbound marketing’ where you help yourself ‘get found’ by people already learning about and shopping in your industry. In order to do this, you need to set your website up like a “hub” for your industry that attracts visitors naturally through the search engines, through the blogosphere, and through the social media sites. I believe most marketers today spend 90% of their efforts on outbound marketing and 10% on inbound marketing and I advocate that those ratios flip,” says Halligan.